Saint Laurent perfumes digital reflection

Consumers' voice is as important as digital communication by brands. Not only does it bring reviews on products and services but it also influences other consumers in their purchasing decision. Let’s focus on two iconic perfumes of Saint Laurent using DigitalMind. We will compare Black Opium to Libre. On an annual scale, a huge difference can be seen on the online voice. 39K people talked about Libre by Saint Laurent and only half of this number wrote about Black Opium.

Black Opium voice is way more present in Russia, Europe and the United States whereas Libre is very popular in the whole North America, Brazil and overall Europe, especially France. What is interesting to see, is that both are talked about in the same cities, the most developed ones, meaning that depending on their purchasing power, consumers will have more interest in speaking about it online.

Consumers are usually the ones to comment online but influencers are the most ‘influencing’ as the word defines it. Among them, there are retailers like Sephora, Fragrance Direct, newspaper like Elle Magazine (US), Harper’s Bazaar, Numero TOKYO, etc. Asian influencers are numerous like the Japanese one and the Thai ones. Nevertheless, Libre by Yves Saint Laurent still is the most popular one compared to Black Opium. See below:

If we analyse the consumers, we will see that surprisingly, Libre has quite an equal quota between men and women. However, women are more than average talking about Black Opium online. Who are they at the end and what about their job? For Black Opium, professions are very diversified, a big amount seems to be accountant and for Libre, some are entrepreneur, dancer, blogger, teacher, etc.

Analysing the interests of consumers would help understand why they are choosing one perfume more than another. On one hand, Black opium perfume personality is about confidence, artistic and mystery. According to Digimind, what comes out of the interests is emotion, communication and language, codes, shopping. On the other hand, Libre is about breaking the rules and femininity. As a consequence, the most important results are lover, food, shopping, boys and competition.

Both receive quite positive sentiment from 60 to 70%. However, Saint Laurent Black Opium is surprisingly a bit above Libre on that area.